Library Infoline: Dedicated call-in phone support for PCC events with recorded information

Web Info Line: IM or e-mail access point for community interaction

The “Basics”

A short text can be used as a basis for promotion. Once you have a standard announcement, it can be adapted to various alternate formats: posters, post cards, book marks, e-marketing and press releases.

Promotional methods

Choose a way to promote the event that is most suited to the target audience

All printed matter (invitations, letters, e-flyers or newsletters, posters, bookmarks, post cards) should be designed with the target audience in mind — this may mean having a number of different outreach tools for the same event.

Partnering with another event or community group

Other local organizations may be willing to help promote and sponsor an event.

Example Event: Internet Job Fair: Area job counselors and recruiters may be willing to attend and/or refer job hunters to an event with a postcard or flyer.Example Event: A College Information Day: for Adult Learners and Transfer Students
Local colleges and area admissions staff and transfer specialists could assist students contemplating new or additional studies.

This is an effective and inexpensive method of getting the message across to a large number either by direct e-mail, or by indirect marketing through web sites.

Concentrate on presenting a basic information announcement in the body of the message — for immediacy

Create a succinct and catchy subject line

Use short pieces of text

E-mail distribution services can help — these can be found on the internet

Use local community, town and county web sites

Free listings web sites (such as a local public radio web site), a “happenings about town” web site, an e-tourism site, or a countywide information and referral service

Direct announcement to web sites of other organizations that have an interest in the subject of the event

If the target audience is a small, easily identified group, (such as an internal group of all libraries within a library system), an internal e-mail list would be helpful. Messages may be formatted in an e-template using a branded logo, color scheme or format that is easily identified with the Broadbandexpress@yourlibrary project.

E-invitations can be a good and inexpensive way to reach specific audiences for planned events with large publics and can be set up to allow the audience to see who has accepted an invitation. Other promotional material (e.g., flyers) can be included with the invitation or reminder, even if the information is in electronic form.

Mailings / Direct Mail

For external publics (local employers, community agencies, etc.), a direct mail approach (sending a letter and/or other promotional material to a known or named contact) is considered a best practice.

Flyers / News Supplements

A well-designed flyer can catch the attention with just a few words. With careful thought it does not have to be expensive. It does not need to be in color.

Flyers can be distributed through:

mailings

handouts

displays in prominent places, e.g., libraries, shops, schools, clubs

Banners / Large-Screen Electronic Visual Displays

Banners and electronic signs or displays should be displayed in prominent places — inside and outside high-traffic areas in the library, school buildings, or in town centers. Consider the places the target audience frequents when choosing the sites.

Posters

Posters should be liberally displayed in as many places as possible, even those within the project’s own place.

Maintain a list of sites that accept public information posters to create a circuit for area distribution by staff or volunteers.

To provide notice to the general public, consider routing to town hall, hospitals and other well-trafficked community locations.

Developing Media / Press Contacts

Beyond the Yellow Pages, many library resources can help identify local stations as well as local and regional newspapers, including free local community news resources. Some examples are:

Bacon’s Newspaper-Magazine Directory

Broadcasting and Cable Yearbook

Gale Directory of Publications and Broadcast Media

The Newspaper Index

Radio Stations

If an event warrants regional, statewide or national coverage, consider using radio stations. Each radio station or Internet radio station may have a unique deadline situation for announcements. Determine the preferred method of contact for each outlet.

Follow the journalistic mantra: The who? what? when? where? why? and how? of the event in the announcement

Create a first paragraph that is concise and relevant. Capture the reader’s attention. Use short factual sentences.

Plan to use generous white space between paragraphs and in margins. Avoid technical terms, jargon and slang.

Include a short quote or testimonial from someone closely involved in the project such as the State Librarian.

Include your name and contact details: address, telephone, fax, e-mail and URL

A note to editors can add practical details (e.g., directions).

For best results, telephone 2-3 days after sending the press release. Check whether it was received and if anyone will attend/cover the event. This can significantly improve the level of coverage and provide an added opportunity to sell the event.